Question: Briefly explain the impact that reach, frequency, and continuity have on strategic media planning. 2.Given the following: # of households in the area - 90,000

  1. Briefly explain the impact that reach, frequency, and continuity have on strategic media planning.

2.Given the following:

  • # of households in the area - 90,000
  • # of households that watch CBC - 12,000
  • #of weeks the ad will run on CBC - 4
  • # of times per week the ad will run - 6

1. Calculate reach for the CBC.

2. Calculate total impressions for the four weeks if you were to use CBC.

3.Assume the advertisement reaches 10% of the target audience and runs 6 times per week for four weeks.Calculate the GRP.

3.Calculate the cost per thousand for Car and Driver Magazine.

  • Cost: $246,235
  • Circulation: 3,106,000
  • CPM = ______________

4.How does the product life cycle influence the amount of money a company or brand invests in advertising?

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